Marketing Essentials and Human Resources Management

The provided document appears to be a collection of academic papers and articles related to marketing and human resources management. It includes topics such as social marketing, consumer citizenship, and employer branding. The papers seem to be from various conferences and journals, and they cover aspects of marketing and HRM. There is also an illustration of a marketing department structure provided at the end.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P.1 Role and responsibilities of marketing in firm ...................................................................1
M.1 Role and functions of marketing in ALDI ..........................................................................3
P.2 Role of marketing and its relation with all departments.......................................................3
M2 Significance of interrelationships between marketing and other functional units................6
TASK 3............................................................................................................................................7
P3 Marketing mix to the marketing planning process to achieve business objectives...............8
M3 Different tactics applied by organisations to know how business objectives can be
achieved.....................................................................................................................................10
D2 Strategic marketing plan that use to achieve overall marketing objectives........................10
D.1 Analyse key elements of marketing function and its relationship with other departments10
M.4 Marketing plan ..................................................................................................................11
TASK 4 .........................................................................................................................................11
P.4 Marketing plan to achieve objectives.................................................................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Marketing is the process in which seller sells various products to all buyers. This also
includes different activities through which seller sells various products to all users (Karasar and
Öztürk, 2014). This includes the different activities such as sales, pricing,distribution and
promotion of a particular products. Thus as a result they can easily sell different products and it
can attract many users. Thus they can generate more revenues. Assignment discusses about the
Aldi company which is a retail firm. It was found in 1913 in U.K. Report describes the role of
marketing and its relation with all departments. There is comparison of marketing mix of two
firms. This helps the company to generate more earnings and to enhance its share. They can also
maintain strong image in the market as well as in minds of all users. This also helps the company
to increase the reputation in market as well as in minds of all users.
TASK 1
P.1 Role and responsibilities of marketing in firm
Marketing helps in distributing the products to all users. Thus it can easily sell different
products to all users. Through including of various activities company can easily sell and
promote various products to all users. Thus as a result they can earn more profits. Role and
functions of marketing in Aldi are:
Product: Aldi can create different and unique products so that they can easily maintain
good position in the market. Company can add different features and attributes in the household
products and items so that it can generate more customers. Customers feel happy and satisfied.
Thus firm can easily maintain unique position in the industry. They can deliver the unique and
distinct products to all consumers. Thus they can attract many people in very short period of
time. Thus Aldi can earn more revenues and they can easily expand their operations and can give
strong competition to the other rival firms.
Selling and distribution: Marketing helps in selling and distribution function. Through
this they can select any source of distribution. As Aldi has a big supermarket so hence it uses
indirect channel so that it can reach to large people. Thus it choose indirect channel so that it can
sell then products through indirect channel such as retailers and whole sellers. Through this it
can create various shops and retail chains and thus can easily distribute the products (Kennedy
and Parsons, 2014). Thus as a result they can easily sell different products to customers. Through
1

this they can easily increases the satisfaction level of all users and can maintain good position in
the market and in minds of all users (Lane, 2016).
Pricing: Aldi can use different products through setting of a particular prices. They can
set various prices for all products. Generally Aldi charges lower prices for all the products. They
use price penetration in which it charges lower pries for all different products. Hence as a result
they can easily attract many users and they can earn more revenues. Through this pricing
strategies company can generate more users and thus more customers can easily purchase many
products from Aldi. Thus this result in earning of more profits and firm can maintain good and
strong image in minds of all users.
Promotion: Aldi uses a promotional strategy so that they can easily promote various
products to all users. Through promotion the brand can become very popular and thus they can
ca many users. Aldi company can use different promotional media channels such as
Advertising ,online application and direct marketing etc. to promote various households and
other grocery products. This results in gaining attention of all people. It results in increasing the
awareness level of all people. Thus Aldi can generate more revenues and can lead to increasing
of market share. Thus Aldi can maintain strong place in the market and industry.
Financing: It do not financing much. But it requires lot of money so that they can invest
in profitable activities. Thus as a result they can generate more revenues. They can select a
source of finance which is cheaper for the company. They can take loans from the banks and
financial institutions and can choose other source also. Through selecting of any source they
can easily invest in profitable activities and can enhance their market share. This also helps the
company to easily widens their activities in many different parts of country. Thus they easily
become a famous brand in less period of time.
Evaluating target market: In this process manager evaluates the needs and demand of all
people which the company has targetted. They can target to young people and adult so that they
can easily purchase the product. Aldi can create products only after evaluating the requirements
of all users. Thus they can easily attract many users and thus they can maintain good and unique
image in the market as well as in the industry. They can create various strategies for targetting
such as differentiated, undifferentiated or concentrated. Thus they can easily gain more
customers and earn more revenues (Mittal, 2014). As a result Aldi can easily maintain distinct
position in the market.
2

MIS(Marketing information System): Marketing information system is a tool through
which Aldi can easily store the information and data in computer database (Mueller and et. al.,
2015). Thus as a result no other firms can easily steal the data. Company can evaluates the needs
and wants. This helps the company the keep the information in an secret manner. Thus as a result
they can easily attract many users in less time. They can create products after monitoring the
stored data and thus they can gain attention of all people. They can capture many customers in
less time period. Thus they can easily expand their operations in many countries.
M.1 Role and functions of marketing in ALDI
Various role and functions of marketing are done by the Aldi. They delivers different
products with additional features and attributes. Hence they can maintain good and unique
position in the market. They set suitable price and selling and distribution strategy. They also
create promotional strategy so that they can easily promote various products. They perform
financing function and the MIS function. Thus as a result they can easily sell the products.
Through this functions firm can easily maintain unique position in the market. Hence it leads to
enhancing of their image in industry.
P.2 Role of marketing and its relation with all departments
STRUCTURE AND OPERATIONS OF MARKETING DEPARTMENT
3

Illustration 1: Marketing Department Structure, 2017
(Source: Marketing Structure, 2017)
There are many changes which are taking place in structure of ALDI. It is important to
know what has to be doe through which they can apply changes in effective way. It is important
to know what has mangers are thinking to do through which they can apply changes in their
actions (Baker and et. al., 2016). It is necessary that manager has to convey to employees about
policies which help to achieve business objectives. Top level management frames policies for the
growth and development, middle level management i.e. Product manager, marketing manager,
public relation manager, market research department manager are linkage between lower level
personnel and top level managers. They have to motivate workers and then this helps to achieve
business objectives. In case of any problem or query to lower level personnel then it must be
conveyed to top level management of ALDI by middle level personnel.
OVERVIEW OF MARKETING PROCESSES
4

There is important role of marketing department to perform business objectives in
effective and efficient way. Marketing manager has to apply process which is consist of
following steps-
Mission- Mission is the short term targets for which company has been set up. In case of
ALDI manager focus on mission statement (Bastable, 2016). ALDI has mission to give more and
effective practices which is effective for satisfaction of company.
Situational Analysis- As per situation, manager has to perform business objectives in
proper way. As per situation manager has to select situation which are competent for achieving
targets. As per change in situation manager has to select appropriate policy.
Marketing Strategy- Market is the place which has to be considered by managers. As per
change in plans and policies of market, manager has to select policy. In marketing strategy,
manager has to give emphasise on demands of society, so they can achieve targets. As there is
difference in perception of workers so there is difference in their policies.
Marketing Mix- Marketing mix is the techniques which is used by managers to know
what has to be done in marketing and this helps to apply policies in efficient and effective way.
While talking about marketing mix there are 7 P's which are important to satisfying demands and
knowing what cations must be taken.
Implementation and Control: At last step implementation is done of pre- determined
activities. It is essential that manager has to select approach which is efficient for growth of
company. Marketing manager must control actions which help them to get positive outcomes
(Berkowitz, 2016).
DIFFERENT ROLES OF MARKETING WITHIN BOTH A B2C AND B2B CONTEXT
There is difference in policies of dealing with business to business and customer.
Manager has to take marketing actions after analysing customer's demand. Marketing is the
sector which is helpful in achieving targets. In B2B, there is relation between business and
business, while in case of Business to customer there is relation between business and direct
consumer.
Source B2B Marketing B2C Marketing
Decision making Huge complex and more risky Easy operations and low risk
Focus Lead generation and relationship Brand building among customners.
5

management
Orientation Product oriented Relationship oriented
Method Cost effective method. Marketing plan is to improve
customer plans
INTERRELATIONSHIPS OF FUNCTIONAL UNITS
In ALDI there are many are many departments which are working to achieve targets in
effective way. Marketing department is related to various other departments are as under-
Marketing and sales-There is important role of sales department in ALDI, which is
effective for achieving profits. There are possibilities that due to change in demands of customer,
marketing manager convey this thing to sales department (Brychkov and et. al., 2017).
Marketing and HR- As there is need of various employees in marketing departments so
it is essential to work as per change in business policies which help to achieve business
objectives inn effective and efficient way.
Marketing and accounting- There is requirement of finance to work in smooth and
efficient way. There are possibilities that company don not have to work as per change in
business policies but this helps to know what can be done through which they can reduce cost
and increase profits. Marketing analyse market and then select best candidate.
Marketing and operations- Operations department means to perform business objectives
in effective and efficient way. There are possibilities that due to change in external environment
marketing manager has to convey changes to operations departments so they can apply new
techniques tom operations.
Marketing and research and development- Research and development is the department
which is important for company to know what has to be through which company can know about
changes which are required by association. There are possibilities of alteration in current actions
of ALDI.
M2 Significance of interrelationships between marketing and other functional units
Marketing is one of the important department in organisation which works to achieve
business objectives and this helps to perform operations effectively (Cabrera, S. A. and
Williams, 2014). Due to change in business environment association has to make alterations in
their plans too. So various department are related with marketing department as it is related with
6

customer's perception. It s essential that all department has to collect data from marketing
department and then use technique which are competent for company. There is requirement of
policies which are competent to external market and this is helpful for knowing what has to be
done which gives positive impact on performance of company (Griffitts, 2016).
TASK 3
7

P3 Marketing mix to the marketing planning process to achieve business objectives
Marketing mix of ALDI and its competitor LIDL are as under-
Basis ALDI LIDL
Product ALDI offers good quality
products which are effective
for knowing for their varieties
of product under same roof.
Cheap quality product is one
of the best feature in product
of products of ALDI.
LIDL has very good name in
market because of good quality
and this helps to make
customer ware of their brand.
Meat, Fish, Pet food, Baby
food, etc. are important for
association. They have wide
variety of products which
makes people of society
satisfied.
Price Price of product of ALDI is
low, so every income customer
can have knowledge about
product and services. It is
essential that company has to
fix price after analysing
market. As cost of product is
low but at the same time they
keep in mind quality aspects.
They have clever pricing
strategy, so it is essential to
work as competitor's policy. It
is important to use factors
through which company can
make changes in their product
but they must have to keep
quality in mind. All the
payments are clear before
check out of customers.
Place ALDI has outlets at various
place which are effective for
the growth. They deliver goods
as per demand of customer is
factors are important for
company which helps
This company has many
channel through which they
can distribute items. It is
essential that company has to
make policies through which
they can satisfy demand of
8

association to make good
image in market.
customers on time and at per
place.
Promotion Promotion is one of the factor
which help to make chances in
plans then they must have
changes in their actual policies
which are effective for sales.
Management of ALDI use
approaches such as online
media, SMS of end of season
sales which are effective and
efficient for increasing sales.
Advertisement, Publicity,
personal selling, etc. are used
by LIDL. This helps to make
loyalty among customers.
There are policies which has to
be considered as per change in
plans and policies. Promotion
is the best technique which has
to be used by managers to
promote new products. LIDL
invest huge amount for
promotional activities.
Physical evidence Physical evidence means
environment which is present
within organisation. It is
essential that environment
must be good for growth of
company. Customer feel
motivated when they get good
environment and this makes
their shopping good.
Physical appearance of
company do not have much
good and trendy appearance
outlets. So this makes
custom,er feel boring. They
have their logo of Yellow and
Blue colour, this is covered by
whole outlet.
People People means for which and
with the help of ALDI is
performing business.
Customers, suppliers,
Competitors, etc. are part of
this and managers keeps eyes
on policies so there is no
They want to keep good
relations with their employees,
so they keep salary of their
workers attractive. LIDL take
feedback from customers to
know about their services and
this helps them to know about
9

problem in actions. policies which can be taken to
act with in effective way.
Process There is quick billing system
in ALDI. They have to work as
per change in technology.
They accept techniques which
are competent for company
and keeps customer satisfied.
Process which is selected must
be cost and time efficient.
Their main aim is to satisfy
customers, so they use
techniques which are less time
consuming and this helps to
work as per change in their
policies.
M3 Different tactics applied by organisations to know how business objectives can be achieved
Business has some goals and objectives for which have been set up. It is important that
manager has to give emphasise on applying changes in business so customer will be part of
association. Marketing mix has various components which are useful in knowing what can be
done through which changes in external environment can be known. Price of the product is one
of the important factor which helps to make long and good relations with customers. Manager
has to frame policies and implement them carefully (Hoeffler, Herzenstein and Ginzburg, 2015).
Employees are required to know relevance of actions which are taking place in market, so they
can perform business operations in appropriate manner.
D2 Strategic marketing plan that use to achieve overall marketing objectives
There is requirement of policies which has to be considered by marketing manager to
know what has to be done through which company can plan actions in effective way. As there
are various resources out of which best must be selected this helps association to keep their cost
low and profits high. It is essential that organisation has to use factors which are competent with
external factors. According to Hoffman and Turley, 2015 marketing plan is the benchmark of
association which helps company to know policies happening in society. Marketing mix is one of
the best technique which helps association to apply marketing function in efficient way.
10

D.1 Analyse key elements of marketing function and its relationship with other departments
According to there are various elements of marketing function. Marketing helps other
departments such as finance, HR, production and others so that they can function efficiently.
Marketing evaluates the needs and wants of all people and then give the data regarding the uses
to all departments. They also tell finance department in selecting the suitable sources of finance
which directly helps the section to save the costs and time. Through this all departments can
function in smooth manner (Pappas, 2017) .
TASK 4
P.4 Marketing plan to achieve objectives
Marketing plan: It is the plan and policies through which company can easily create
various objectives and vision of the company. Thus the company can easily promote and
distribute various products. This is also helpful to company in other methods also.
Overview of the firm: Aldi is a firm which distributes many household products to all
users. Thus it results in effective distribution of all products to users. It was found in 1913. In
2007 there are many stores through which it can easily distribute all products. Thus they can
easily earn more revenues.
Mission: It's main vision is to create a positive and good image in the country. They say
that spend little and live in an effective and efficient manner.
Vision: Aldi's main vision is to create good and effective products. They want they can
easily expand and diversify their activities in many countries so that objectives can easily be
achieved in an effective and efficient manner.
SWOT analysis: It is the process in which company can easily identify the strength and
weakness,opportunity and threats. Thus as a result they can easily maintain good and unique
position in industry. SWOT analysis is described below:
Strength
 It creates good quality of products so
that it can increase their sales and can
satisfy the users.
 It sells different products at less costs
so that they can maintain good and
Weakness
 It has small position as compared to
other brands.
 People consider and think that they
only sell products at less costs so hence
they cannot maintain good position in
11

unique position in the market.
 It has expand their operations in many
countries which is very helpful for
increasing its sales.
the market.
 It cannot influence the people in an
strong manner as they have less chain
stores. Thus they cannot maintain good
image in market.
Opportunities
 Company has to spend more amount on
promotional activities such a TV
advertisements so that they can easily
increase the market share.
 I can also expand and diversify their
operations into various countries such
as Africa and Asia. Thus as a result
they can easily sell various products
and can enhance the market share.
Threats
 It cannot fulfil the needs and wants of
all consumers in the market. Thus it
cannot give a unique and distinct
experience to all users in the market.
 It has a private label so hence it can be
destroyed by the unique and established
brands. Thus through increasing
competition it cannot maintain unique
position in industry.
 It has to create distinct and unique
strategies to compete with other rivals
otherwise it cannot maintain good and
unique position in the market.
Competitive analysis:
There are different competitors of Aldi company. Competitors include Asda, Tesco and
Lidl. Hence they have to create efficient policies to beat with the competitors.
MARKETING BUDGET
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
12

Initial money 60000 44500 50500 60600 65100
Investment 30500 60000 70000 18000
Total 60000 75000 110500 130600 83100
Promotional
expenditures
Advertisement 10000 8000 4300 4000 8500
Sales promotion 5000 4000 3400 3000 8000
Direct marketing 9000 3000 500 7000 2000
Total 34500 15000 8200 14000 18500
Available balance 34500 60000 102300 116600 64800
Pestel analysis:
It is the process in which there are various factors which can influence the company.
PESTEL analysis of Aldi are:
Political: Due to high disputes and conflicts in the firm then it cannot create effective
polices. This has a negative impact on the firm's activities and operations.
Economic: In this process and method if there is inflation then the company has to create
efficient and effective policies so that they can easily sustain in the market.
Social: In this Aldi giving huge amount of money to all staff members. Thus as a result
they can easily maintain unique position in the market.
13

Technological: In this firm needs to crate effective technologies so that they can maintain
unique position in the market. Then only it can maintain good and unique position in the market.
Environmental: In this process company can receive the products from the British
farmers and thus they can easily increase their sales and can generate more revenues.
Legal: There are certain problems such as Horse meat scandal. So firm needs to create
effective strategies to deal with these issues and problems. This helps the firm to deal with these
scandals.
Monitoring and controlling: This is the process in which company can easily monitor the
different activities and operations in all firms. Thus they can easily maintain unique position in
the market. Through this they can easily improve their plans and policies.
M.4 Marketing plan
There is a marketing plan which helps in creating effective and efficient strategies.
Through this objectives can be set and thus it can create unique position in the market. Thus
they can earn more profits through effective strategies . Thus it can easily expand the operations.
CONCLUSION
From above report it has been concluded that marketing is very crucial in every company.
Thus as a result they can easily promote various products and thus they can maintain unique
position in the market and thus they can increase their sales. Role and functions of marketing is
there so that they can maintain unique position in the market. Marketing mix of two organization
and marketing mix of two companies. Marketing plan is creates and this helps firm to achieve
objectives.
14

REFERENCES
Books and Journals
Baker, M. A. and et. al., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Bastable, S. B., 2016. Essentials of patient education. Jones & Bartlett Publishers.
Berkowitz, E. N., 2016. Essentials of health care marketing. Jones & Bartlett Publishers.
Brychkov, D. and et. al., 2017. Social marketing and systems science: past, present and
future. Journal of Social Marketing. 7(1). pp.74-93.
Cabrera, S. A. and Williams, C. L., 2014. Consuming for the social good: marketing, consumer
citizenship, and the possibilities of ethical consumption. Critical Sociology. 40(3).
pp.349-367.
Griffitts, M., 2016. Human Resources Marketing and Recruiting: Essentials of Internship
Management. Handbook of Human Resources Management. pp.103-118.
Hoeffler, S., Herzenstein, M. and Ginzburg, T., 2015. Optimal Design for Radically New
Products. Design Thinking: New Product Development Essentials from the PDMA.
pp.253-264.
Hoffman, K. D. and Turley, L. W., 2015. Toward an Understanding of Consumers’ Price
Sensitivities for Professional Services. In Proceedings of the 1999 Academy of
Marketing Science (AMS) Annual Conference (pp. 169-173). Springer, Cham.
Karasar, S. and Öztürk, Ö. F., 2014. Management Trainee Program of Turkish Airlines: Global
Distance Education. Turkish Online Journal of Educational Technology-TOJET. 13(2).
pp.111-120.
Kennedy, A. M. and Parsons, A., 2014. Social engineering and social marketing: why is one
“good” and the other “bad”?. Journal of Social Marketing. 4(3). pp.198-209.
Lane, P., 2016. Human resources marketing and recruiting: essentials of employer
branding. Handbook of Human Resources Management. pp.23-52.
Mittal, A., 2014. Role of marketing nix for Indian marketers. Global Journal of Finance and
Management. 6(3). pp.191-196.
Mueller, J.P. and et. al., 2015. Community‐based livestock breeding programmes: essentials and
examples. Journal of Animal Breeding and Genetics. 132(2). pp.155-168.
15

Pappas, N., 2017. Effect of marketing activities, benefits, risks, confusion due to over-choice,
price, quality and consumer trust on online tourism purchasing. Journal of Marketing
Communications. 23(2). pp.195-218.
Online
Marketing Department Structure. 2017. [Online]. Available
Through:<https://www.edrawsoft.com/marketing-orgchart.php>.
16